Social Initiatives
#LineInsurance - Progressive Insurance
OVERVIEW: In an effort to insure everything, we worked with Progressive Insurance to create a real-time "Line Insurance" service at New York Comic Con for all who needed it. Long lines aren't much fun, and the lines at Comic Con are particularly long. When a patron needed a coffee or bathroom break, they could tweet using #LineInsurance and within moments a Progressive "Protector-Corn" (half Flo, half unicorn) would come and save their spot in line. And in the lines the Protector-Corns stood in, they brought games and entertainment with them to create fun for those around them. Thousands of enthusiastic event-goers were served throughout the event weekend.
ROLE: Lead Experience Design. Orchestrated the engagement points, flow, and mechanics for how the real-time service would come to life at the event.
RESULTS: 6+ MM impressions over the event weekend.
LINKS: http://lifelanes.progressive.com/new-york-comic-con-2015/
Whopper Sacrifice - Burger King
OVERVIEW: We have too many Facebook friends. Too many childhood buddies, x-lovers and random co-workers, and for some reason we never want to delete any of them. Whopper Sacrifice was an application that gave people an excuse to clean up their Facebook friend list. All they had to do was answer this question: "What do you love more, your friends or the Whopper?" Through the application, the user could sacrifice 10 of their friends to receive a free whopper coupon.
ROLE: One of two primary designers that created the interaction design and application experience. Thought-through and designed the different Facebook interactions that occurred both during and after the campaign.
RESULTS: Only four days after launch, tens of thousands of people had been sacrificed.The application spread like fire— and that’s where the problems started. Sacrifice, it seemed, went against the very nature of Facebook’s business plan. Social networks are all about creating connections, not canceling them, and our quickly growing application was sacrificing more friendships than Facebook was comfortable with. While we both tried to accommodate each other’s goals, in the end we chose to sacrifice Whopper Sacrifice and had seriously profited from the amount of buzz following. The application lasted only 9 days having over 82,000 users and ending over 230,000 Facebook 'friendships'.
AWARDS: 2009 Cannes, Titanium • 2009 Clio Awards, Fresh Approach, Grand Clio • 2009 Clio Awards, Applications, Gold • 2009 One Show, Applications, Gold • 2009 One Show, Innovation, Silver • 2009 One Show, Interactive, Silver • 2009 London International, Grand LIA/Gold.
PRESS: TechCrunch, Mashable, Ad Week, NY Times, Huffington Post, CNET, Creativity, Chicago Tribune
#BrandNew - Nationwide Insurance
OVERVIEW: Brand New Belongings by Nationwide Insurance is an insurance product where if a member has a belonging of theirs damaged or stolen, Nationwide will replace it with an entirely new version (better than its original). #BrandNew is a social campaign platform for Nationwide Insurance that sets out to prove their Brand New Belongings product. In different campaign cycles, our social/creative teams search throughout Twitter for people who are complaining about low-cost broken or stolen belongings (eg. spilled coffee, broken ice scraper, etc). Once spotted, our teams will send them a custom animation (based on what happened to them) and a $10 gift card for its replacement. This is a continuous platform that has different campaigns occur throughout the year (back to school, holiday, spring break, etc..) and incorporates occasional use of related social platforms (Vine videos instead of animations).
ROLE: Directed the UX Design from original ideation through execution and continuous optimization. Developed original interaction design, managed all user-testing and design iteration. Worked beside the client in ironing out logistical details and plan implementation.
RESULTS: Program is still underway and has proved successful in generating brand sentiment, word-of-mouth, and proof of brand/product promise.
LINK: #Brandnew Site, Twitter
Mezamashii Run Project - Mizuno
OVERVIEW: Instead of spending a relatively small budget on traditional advertising, Mizuno paid to put their shoes where their mouth is. Through mezamashiirunproject.com, they distributed 2,600 pairs of shoes over three months. It took just hours, however, for runners to talk about their “brilliant run” on Twitter, Facebook and blogs. A smattering of print and banner ads also helped spread the word.
ROLE: Oversaw the Experience Designers shaping the project. Consulted on major experience design decisions.
RESULTS: The campaign won five Effie Awards in 2013, and Mizuno was named North America’s No. 1 brand by Effie Worldwide and WARC as a result.
AWARDS: • 2013 Effie Awards, David vs Goliath, Silver • 2013 Effie Awards, Influencers, Silver • 2013 Effie Awards, Leisure Products & Services • 2013 Effie Awards, Small Budgets - Products, Silver • 2013 Effie Awards, Media, Silver.
LINK: Mezamashii site
FACIAL PROFILER - COKE ZERO
OVERVIEW: Facial Profiler is a free Facebook app that uses face recognition technology to search a database of voluntarily participating Facebook users to match people based on appearance. The software’s algorithm analyzes face attributes like skin color, face structure and angles of the face. Once matched, users can contact their look-alike via their Facebook profile. “If Coke Zero has Coke's taste, is it possible someone out there has your face?”
ROLE: Primary UX Designer from original concepting through execution. Navigated through over 13 months of project development and design hurdles.
RESULTS: Within the first three months since launch, over 600,000 unique users signed up, and there have been over 1,000,000 facial matches given back. The project had to be taken down after 4 months due to legal issues.
AWARDS: 2010 FWA, January 18.
PRESS: Mashable, CNET, New York Times, Wall Street Journal, Fast Company
LEARN MORE: Wikipedia entry
